Focusing more on domestic tourism could be the key to helping keep New Zealand pure.
A report by the Parliamentary Commissioner for the Environment says the number of visitors to this country is straining its natural image.
Massey University's Regina Scheyvens told Tim Dower part of the answer is making sure Kiwis can enjoy their own country.
"All New Zealanders feel they can have access to our natural places as well and enjoy them and appreciate them, as then we get more of a feeling we can be guardians of those places."
She says marketing off-the-beaten-track places can help relieve the pressure on major tourist areas.
"We have to think more cleverly about how to do that, and not necessarily think richer tourists are the only ones to attract."
Â
Â
Â
Take your Radio, Podcasts and Music with you